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Guidelines for a seamless Store Listing process

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A quick look at the guidelines set by Apple and Google for app descriptions, images and so on

Apple

Apple App Store listing elements

App name

As an iOS app developer, you know that the name of your app is crucial to its success. Your app’s name is not just a label, it’s also the brand name of your app. It’s how users will recognize your app and how they will talk about it with others. Here are some tips on how to write iOS app names that drive downloads.

If you haven’t yet decided on a name for your app, that’s great! That means you can double check these following points:

  1. No one else has an app with the same name
  2. The URL for your app’s website is not yet taken
  3. The social media handles for your app’s name are not yet taken
  4. Exclude generic terms, popular app titles, special characters (e.g. #, @), prices, as well as celebrity names, trademarked terms and other protected words
  5. 30 characters long

Once you have a few ideas for what your app’s name could be check these following points:

  1. Is it easy to pronounce for your target audience
  2. Is it understandable and culturally relevant for your target audience
  3. Is it spelled correctly? (It’s better to use “clothes” and not “clothez”)
  4. Add keywords to your iOS app name

A unique name not only helps your brand awareness but also makes your app more searchable. When people search for your app on search engines or social media platforms, your app name rather than other random results will show up.

Grammarly is a unique app name and is now highly recognizable. It shows up first on Google when you search Grammarly
Source: Google

Keywords placed in the app name have the strongest ranking weight for App Store Optimization purposes. It’s a good strategy to place additional terms after the brand name. Keep in mind that the character count is limited to 30 for the iOS app name field. However, keeping it even shorter than 30 characters is even better. The shorter your app name is, the more room you have in the app name field for other keywords.

iOS App Name with keywords examples
Source: App Store

Subtitle

The app subtitle plays an important role in the App Store's search algorithm. Keywords placed in the subtitle have the second strongest ranking weight, after keywords in the app name. Apple combines single keywords from your app name, subtitle, and keyword field to create multiple combination keywords, so it's important to use keywords strategically and avoid keyword stuffing.

When writing your app subtitle, keep the following tips in mind:

  1. Keep it clear and short: The subtitle is limited to 30 characters, so make sure it's clear, concise, and not duplicated or too similar to words in the app name.

  2. Describe what your app does: Use the subtitle to highlight what your app is about and what users can do with it. Keep your target audience in mind and use language that resonates with them.

  3. Apply relevant keywords: Avoid generic descriptions and use the subtitle to showcase features or typical use cases. Choose keywords that people are likely to search for when looking for apps like yours.

  4. Localize the subtitle: If you're targeting users in multiple countries, it's important to fully localize your app name and subtitle. This means translating or adjusting for regional differences in language and syntax.

App Icons

App Icon Sizes

Device or Context Icon Size
iPhone 180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro 167pt × 167pt (@2x)
iPad, iPad mini 152pt × 152pt (@2x)
App Store 1024px × 1024px (1024pt × 1024pt @1x)

Icon specifications

All app icons should adhere to the following specifications.

Attribute Value
Format PNG
Color space sRGB or P3 (see Color Management)
Layers Flattened with no transparency
Resolution Varies (see Image Size and Resolution
Shape Square with no rounded corners

Screenshot

The number of screenshots on each store product page is limited to 5 images on the App Store. Don’t forget that if you add a video to your store page, its preview acts as the first screenshot getting a total number of them to 6. It’s important to remember the ‘Play’ sign in the process of video preview designing.

Here’s app store image size for screenshots summary for different Apple devices.

iPhone Screenshot Sizes

Device  Device
Size
Portrait
Resolution
Landscape
Resolution
iPhone 14 Pro Max 6.7 inch 1290 x 2796 px  2796 x 1290 px 
iPhone 14 Plus, iPhone 13 Pro Max, iPhone 12 Pro Max,
iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR
6.5 inch 1284 x 2778 px 
1242 x 2688 px
2778 x 1284 px
2688 x 1242 px 
iPhone 14 Pro 6.1 inch 1179 x 2556 px  2556 x 1179 px
iPhone 14, iPhone 13 Pro, iPhone 13, iPhone 13 mini,
iPhone 12 Pro,iPhone 12, iPhone 12 mini, iPhone 11 Pro,
iPhone XS, iPhone X
5.8 inch 1170 x 2532 px 
1125 x 2436 px 
1080 x 2340 px 
2532 x 1170 px 
2436 x 1125 px
2340 x 1080 px
iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus 5.5 inch  1242 x 2208 px 2208 x 1242 px
iPhone SE (3rd gen & 2nd gen), iPhone 8, iPhone 7,
iPhone 6s, iPhone 6
4.7 inch 750 x 1334 px 1334 x 750 px
iPhone SE (1st gen) 4 inch 640 x 1096 px
(without status bar)
640 x 1136 px
(with status bar)
1136 x 600 px
(without status bar)
1136 x 640 px
(with status bar)
iPhone 4s 3.5 inch 640 x 920 px
(without status bar)
640 x 960 px
(with status bar)
960 x 600 px
(without status bar)
960 x 640 px
(with status bar)

iPad Screenshot Sizes

Device  Device
Size
Portrait
Resolution
Landscape
Resolution
iPad Pro (4th gen, 3rd gen, 2nd gen) 12.9 inch 2048 x 2732 px  2732 x 2048 px 
iPad Pro, iPad Air (5th gen, 4th gen), iPad mini (6th gen) 11 inch 1488 x 2266 px
1668 x 2388 px
1640 x 2360 px 
2266 x 1488 px 
2388 x 1668 px 
2360 x 1640 px 
iPad (9th gen, 8th gen, 7th gen),iPad Pro, iPad Air 10.5 inch 1668 x 2224 px 2224 x 1668 px
iPad, iPad mini 9.7 inch 1536 x 2008 px 
(without status bar)
1536 x 2048 px
(with status bar)
768 x 1004 px 
(without status bar)
768 x 1024 px
(with status bar)
2048 x 1496 px
(without status bar)
2048 x 1536 px
(with status bar)
1024 x 748 px
(without status bar)
1024 x 768 px
(with status bar)

Video Preview

Here are the most relevant key points, your App Preview needs to fulfill:

  • Video Length: 15 to 30 seconds
  • Maximum file size: 500 MB
  • File Format: .mov, .m4v, .mp4 format
  • Resolution: Device-Specific (but may be horizontal or portrait-oriented)

The preview videos are not a ranking factor, but they can play a big role in your Apple app store optimization strategy. Apple wants to ensure a similar look & feel for all app videos. So they shared some extensive guidelines. Here’re the most relevant points:

  • Mostly use screen captures for Preview Videos
  • Don’t overlay animated hands, you can use touch hotspots to indicate where the interactions with the app happen
  • For games: Show more gameplay scenes than cutscenes
  • Use copy in your video – but mind localization
  • You can use voice over but keep in mind that only a very small percentage of users will have the sound on (videos autoplay in mute)
  • Preview videos should only contain content for which the full rights are owned (don’t show app streaming content from an iTunes Playlist or YouTube video and avoid brand names)
  • Similar as for Screenshots, Apple recommends different app preview resolutions. A summary of those device-specific resolution recommendations are listed Screenshot section above.

Here are some tips for making a great app preview video for your iOS app:

  1. Get to the point quickly: Introduce the main purpose of your app in the first 5 seconds.
  2. Use actual footage of your app: Apple won't accept videos that use footage filmed outside of your app.
  3. Make sure the video can be understood without sound: Use descriptive text to make sure people can understand your video even when muted.
  4. Consider small screen sizes: Remember that not everyone will be watching your video on a large screen, so make sure everything can be seen clearly.
  5. Use the video to stand out: A video can show users exactly how they'll move through your app, so take advantage of that.
  6. Test new video types: With iOS 15, you can test different videos to see which ones work best for your app. You can even use Custom Product Pages to showcase your app video to specific traffic sources.

Description

  1. Writing a compelling app description that answers questions like:
  • What features do my users like the most?
  • What is unique about my app?
  • Why should people download my app?
  • What problems is my app solving?
  • Use the 4000 characters allowed to give potential users reasons to download your app.
  1. Keep the app description clear and concise, using bullet points and starting with the most important information about the app. Mention awards and prizes, social media or support links to show the credibility of the app. The first 2-3 sentences are the most important part of the description.

  2. The app description should match the overall brand of the app and use the same tone of voice. Emojis and hashtags can be used to strengthen branding.

  3. Provide required information about in-app purchases or subscriptions in the app description for Apple to approve the app.

  4. Don’t mention prices: pricing is already disclosed on your product page and may also differ across the supported localizations;

Promotional Text and Promo Text

In Apple App Store, a promotional text area appears above the description. Limited to 170 words, promotional texts can be updated anytime, unlike the description. This feature is a way to announce the latest updates, upcoming features, and more.

What’s New

This section is intended to describe the updates introduced into the app. Starting from April 2018, the text in “What’s new” is subject to the App Review process by Apple, just as other product page elements. Thus, developers can change the contents of the section only after the new app version is submitted to the store.

In-App Purchases

The in-app purchase is a good channel to promote content which falls into one of the four types – Consumable, Non-Consumable, Auto-Renewable Subscription and Non-Renewing Subscription

Google

Google Play Store listing elements

App name

...

Short description

You must provide a short description to publish your store listing. Your short description is a quick synopsis meant to spark user interest by outlining your app or game’s key value.

Usage

Your short description is the first text users see when looking at your app's detail page on the Play Store app and can be expanded by users to view your app's full description.

Your short description can appear in locations beyond your store listing, so any user should be able to use it to quickly understand the core purpose of your app or game.

Content guidelines

Requirements

  • 80 character limit

Highly recommended

  • Summarize the core function or purpose of your app or game in simple and concise language, highlighting any aspects that make it unique. 
    • For apps, unique aspects could be differentiating features, functionalities, content, and benefits
    • For games, unique aspects could be gameplay, mechanics, player modes, social features, IP, theme and setting, story, and connectivity (such as offline/online).
    • Avoid slang or jargon, unless it is a language that would come naturally to your target users.
  • Avoid duplication and redundancy of messaging across your short description, screenshots, feature graphics, or developer video. Keep in mind that these assets may be shown side by side.
  • Reflect the latest state of your app or game. 
    • Avoid time-sensitive copy that can become outdated quickly to reduce the need to update.
  • Do not use language that is not related to the function or purpose of your app, including: 
    • Language that reflects or suggests Google Play performance, ranking, accolades or awards, user testimonials, or price and promotional information, for example, “Best," “#1,” “Top,” “New,” “Discount,” “Sale,” or “Million Downloads.”
    • Call-to-actions, for example, “download now,” “install now,” “play now,” or “try now.”
    • Unnecessary keywords in an attempt to improve search results; it will not impact ranking and provides a bad user experience.
  • Localize your description as appropriate for different markets and languages.
  • Ensure your short description is correctly formatted:
    • Only use periods at the end of sentences if your short description contains multiple sentences.
    • Use spaces if needed between words, periods (.), commas (,) and special characters (for example, &).
    • Do not include special characters, line breaks, emojis, emoticons, repeated punctuation (for example, ?, !!, ?!, !?!, <>, \\, --,***, +_+, …, ((, !!, $%^, ~&~, ~~~), or symbols (for example, ★ or ☆).
      • Only standard characters as used in the spelling, grammar, and idiom of your language are allowed (for example, ¿, æ, Ø, or ¡ ).
      • If applicable, exceptions are allowed for Copyright (©), Registered Trademark (®), and Trademark (™) reasons.
    • Do not use capitalization for emphasis:
      • Capitalize as is standard for the language you’re writing in.
      • Acronyms can be written in capitals.
      • Only capitalize your app name if your Google Play listing app name is also capitalized.

App Icons

Icon specifications

Google’s Material Design guidelines offer detailed recommendations for app icon design. Here are some key points to keep in mind:

  • The final size should be 512 × 512px. The platform will scale it automatically.
  • The file should be in 32-bit PNG format. 
  • The color space should be sRGB.
  • The file must be no larger than 1024 KB. 
  • The shape should be a square without rounded corners — the platform applies a mask once you upload the file. 
  • Do not include badges or text that suggest ranking, price, Google Play categories, or otherwise mislead users. For more information, see Metadata policy.

Screenshot

Use screenshots to convey capabilities, the look and feel, and the experience of your app to potential users for better app discovery. You can add up to 8 screenshots for each supported device type. Supported device types include phones, tablets (7-inch and 10-inch), Android TVs, and Wear OS watches.

To upload screenshots for different device types, under Graphics scroll to your device-specific section:

  • Large screens:
    • For Chromebook and tablets, you can add a minimum of 4 screenshots to demonstrate your in-app experience.
    • Upload screenshots between 1,080 and 7,680px
    • Use a 16:9 aspect ratio for landscape and a 9:16 aspect ratio for portrait
    • Exclude additional text that is not part of your core app experience, as this can get cut off on Play homepages on certain screen sizes
    • Don't forget to optimize your app quality for large screens byreviewing our app quality checklist

Usage

Screenshots may be displayed throughout Google Play, for instance in search or on the homepage, in addition to your store listing on Google Play. When Google Play displays both your preview video and screenshots together, for example on your store listing page, and if your preview video is available then your screenshots will be shown after the preview video, followed left-to-right by the screenshots best suited for the device the user is browsing on.

Content guidelines

Requirements

To publish your store listing, you must provide a minimum of two screenshots across form factors that meet the following requirements:

  • JPEG or 24-bit PNG (no alpha)
  • Minimum dimension: 320px
  • Maximum dimension: 3840px 
    • The maximum dimension of your screenshot can't be more than twice as long as the minimum dimension.

Highly recommended

  • Some sections of Google Play show groups of recommended apps and games in a large format using screenshots. To be eligible for recommendations in formats that use screenshots, the following guidelines are a requirement:
    • For apps, you must provide at least four screenshots with minimum 1080px resolution. These should be 16:9 for landscape (minimum 1920x1080px) screenshots and 9:16 for portrait screenshots (minimum 1080x1920px).
    • For games you must provide at least three 16:9 landscape screenshots (minimum 1920x1080px) or three 9:16 portrait screenshots (minimum 1080x1920px). Make sure that these screenshots depict the in-game experience so users can get a sense of what the gameplay will be like if they download and play
  • Screenshots must demonstrate the actual in-app or in-game experience, focusing on the core features and content so users can anticipate what the app or game experience will be like.
    • Use captured footage of the app or game itself. Do not include people interacting with the device (for example, fingers tapping on the device), unless the core gameplay or app usage is off-device.
  • Stylized screenshots that break UI across multiple uploaded images are allowed, but prioritize UI in the first three screenshots as much as possible.

 

  • Add taglines only if necessary to convey the key characteristics of the app or game. Taglines should not take up more than 20% of the image.
    • Do not include any content that reflects or suggests Google Play performance, ranking, accolades or awards, user testimonials, or price and promotional information.  For example, do not use words like “Best,” “#1,” “Top,” “New,” “Discount,” “Sale,” or “Million Downloads.” 
    • Avoid adding any form of call-to-action, for example, "Download now," "Install now," "Play now," or "Try now."
    • Avoid overloading the screenshot with text in small font sizes or backgrounds that compete with the text. These will not be visible on many phone screens.
  • Avoid time-sensitive tagline or content that can become outdated quickly to reduce the need to update.
    • Time-bound content (like holiday-specific updates) should be swapped in and out in a timely manner.
  • Localize your graphic and branding text as appropriate for different markets and languages.
    • In-game UI does not need to be localized per market, but any additional taglines or text overlays should be localized.
  • Edit excess elements in the notification bar before submitting. Do not show service providers or notifications. The battery, WiFi, and cell service logos should be full.

 

  • Use high-quality images with the proper aspect ratio.
    • Do not include screenshots that are blurry, distorted, or pixelated in a way that is not an intentional aspect of your brand. 
    • Do not include images that are stretched or compressed.
    • Rotate screenshots appropriately. Do not upload images upside down, sideways, or otherwise skewed.
  • Avoid inappropriate or repetitive image elements, such as:
    • Third-party trademarked characters or logos without proper permission. 
    • Device imagery (as this can become obsolete quickly or alienate some users). 
    • Google Play or any other store’s badge or icon. 

Video Preview

Here are the most relevant key points, your App Preview needs to fulfill:

A preview video is effective to show the capabilities, look and feel, and experience of your app to potential users for better app discovery and decision making. It is not required, but we highly recommend providing a preview video for games particularly. Your game requires a preview video to be shown in certain parts of Google Play.

You can add one preview video to your store listing by entering a YouTube URL in the "preview video" field.

  • Use a video's YouTube URL, not a YouTube playlist or channel URL.
  • Do not add extra parameters like timecodes in the YouTube URL. 
  • Use a video’s full YouTube video link instead of a shortened link.
    • Use: https://www.youtube.com/watch?v=yourvideoid
    • Don't use: https://youtu.be/yourvideoid
  • Provide a localized video tailored for users in different markets around the world.

Asset usage

Your preview video is displayed before your screenshots on your app’s store listing on Google Play. Users can watch your preview video by tapping on the play button that overlays on your feature graphic.

In addition, the following may apply to how your preview video can appear on Google Play:

  • Your preview video may also be displayed on both home and search page.
  • Your preview video may autoplay inline with muted audio up to 30 seconds depending on the user device, setting, network connection, and surface area. Whenever your video does not autoplay, a play button is overlaid on your feature graphic.
  • For games, some sections of Google Play show groups of recommended games in a large format using preview videos.

Content guidelines

Requirements

  • Disable ads for your video to be shown on Google Play. When users browse Google Play, we want them to see a video about your app, not someone else’s ad, as this can be confusing for users. To disable ads, you’ll need to:
    • Turn off monetization in your video, or
    • Upload a different video without monetization claims and update the URL in Play Console.
      Important: If your video uses copyrighted content, turning off monetization for your video may not be enough to prevent ads. In that case, you will need to use a different video (without copyrighted content that has monetization claims).
  • Set your video’s privacy setting to public or unlisted. Do not set it to private.
  • Do not use an age-restricted video.
  • Make sure that your video is embeddable on Google Play.

Highly recommended

  • Your video should set the right expectations and demonstrate the value of your app or game over similar titles. 
    • Show the actual in-app or in-game experience, focusing on the core features and content as early as possible within the first 10 seconds of the video.
    • Aim for at least 80% of the video to be representative of the user experience. 
      • Limit title screens, logos, cutscenes, or other pre-rendered or promotional content. 
      • When using pre-rendered footage, cutscenes and graphical assets should be accessory to and supportive of the actual in-game experience.
    • Keep your videos short and concise because only the first 30 seconds autoplays. Users can continue watching the full video by tapping it but we recommend keeping your video short.
    • Do not include people interacting with the device (for example, fingers tapping on the device), unless the core gameplay or app usage is off-device.
    • Make sure that your video is of high production quality with a high level of polish. Your video does not need to be professionally made, but the pacing, visual effects, sound effects/music, transitions and text overlays should be smooth and work seamlessly together.
  • Create a video in landscape orientation rather than a portrait orientation, as your video will show in a landscape video player. 
    • Even if your app or game is in portrait orientation, create a landscape video that is zoomed in to the app or game experience.
    • Do not leave black bars on either side of a portrait video. 
  • Consider using copy to give the user context if the video is muted (for example, when autoplayed). When using copy:
    • Do not include any content that reflects or suggests Google Play performance, ranking, accolades or awards, user testimonials, or price and promotional information. For example, do not use words like “Best,” “#1,” “Top,” “New,” “Discount,” “Sale,” or “Million Downloads.” Awards from Google Play such as “Best Of” are allowed to be displayed.
    • Do not use call-to-actions, for example, "Download now," "Install now," "Play now," or "Try now."
    • Make sure that the text is legible by using readable fonts, proper font size, and displaying the text long enough for the user to read it.
  • Avoid time-sensitive content or taglines that can become outdated quickly to reduce the need to update. 
    • Time-bound content (like holiday-specific updates) should be swapped in and out in a timely manner.
  • Properly localize the video including the UI, taglines, and audio.

Feature graphic

You must provide a feature graphic to publish your store listing. Your feature graphic is a powerful tool to convey app or game experiences and attract new users.

Usage

Your feature graphic is displayed in various places on Google Play, including:

  • As a cover image for your preview video, if present.
  • For apps, we show a collection of apps in a large format with your feature graphic, including ads.
  • For games, we show groups of recommended games in a large format featuring preview videos and screenshots, where we show your feature graphic.

Content guidelines

Requirements

  • JPEG or 24-bit PNG (no alpha)
  • Dimensions: 1024px by 500px

Highly recommended

  • Use graphics that convey app or game experiences, and highlight the core value proposition, relevant context, or story-telling elements if needed.
    • Do not use prominent branding that is similar to your app icon, as this will cause duplications when shown in context with your app icon. Optimize for branding elements that serve as an extension of your app icon.
    • Avoid overloading the graphic with fine details. These will not be visible on many phone screens.
  • Place content to prioritize key elements and avoid cutoff zones.
    • Keep prominent visuals and the focal point towards the center of the graphic:

    • Avoid placing key elements (for example, brand logo, app name, primary slogan, and main UI)  in the cutoff zones (the red areas in the example below), it may be cut off depending on the UI format.

    • Some formats may use additional UI overlays. Failure to comply with the focal point and cutoff zones may result in ineligibility to appear in these formats.
    • Restrict background elements to the edges of the graphic.
  • Consider using more vibrant colors in your graphics to build interest and excitement, and avoid using pure white or dark gray. These colors can blend in with the Play Store background.
    • Use a similar or complementary color theme and style in the feature graphic, app icon, and in the app itself, so users can immediately associate them with your app and brand.
    • Avoid using pure white, black, or dark gray as these colors can easily blend in with Google Play’s background.
  • Localize your graphic and branding text as appropriate for different markets and languages.
  • Avoid any content that reflects or suggests Google Play performance, ranking, user testimonials, accolades or awards, or price and promotional information. For example, do not use words like “Best,” “#1,” “Top,” “New,” “Free,” “Discount,” “Sale,” or “Million Downloads.”
  • Avoid time-sensitive content that can become outdated quickly to reduce the need to update.
    • Time-bound content (like holiday-specific updates) should be swapped in and out in a timely manner.
  • Avoid inappropriate or repetitive image elements, such as:
    • Third-party trademarked characters or logos without proper permission.
    • Device imagery (as this can become obsolete quickly or alienate some users).
    • Google Play or any other store’s badge or icon.

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